Advertising is the dissemination of information about non-personal information through the media paid if the source is the sponsoring organization. The messages in the media. Advertising objectives serve as guidelines for planning and implementation of all advertising program. It helps consumers save time when shopping.
It helps the manufacturers sell their products. The relationship between wholesalers and retailers will be improved by advertising. Sales promotion is to encourage a variety of tools, mostly short-term strategy to gain promotion tools vary in their specific objectives. A free sample. Stimulate consumers to try a free consultation service management comments a long-term relationship with a retailer promotes a faster and / or more to buy a particular product by the consumer or trade. Reason for the sales promotion can test results in the short term, competitive pressures, the expectations of the buyer, are of low quality retail. It is generally admitted that promotion of one of the worst managed all marketing functions. The report contained the services of advertising and sales promotion. He’s also the rationale, plan preparation, integration and planning of advertising and sales promotion
INTRODUCTION
1. Advertising is the dissemination of information on non-personal information about to pay the media if the source is the sponsoring organization.
2 Personal Selling is the dissemination of information by non-personal face-to-face contact between the public and employees
sponsor. The source the information is the parent organization. 3 promotion is the dissemination of information on a variety of activities other than selling, advertising and personal promotion to stimulate consumer purchasing and dealer efficiency 4. Advertising is the dissemination of information by personal or paid non-personal and not directly by the organization and the organization is not the source. DEFINITION
ADVERTISISNG
The American Marketing Association, Chicago, has defined advertising as “any form of non-personal presentation or promotion of ideas, goods or services by a sponsor is not identified.
Advertising a message to large groups is in the form of communication to convince public opinion NON_PERSONAL it from buying products .. or services advertised It is used by advertisers to the publishers to pay the spots are identified by the provider
includes forms of advertising: …
newspapers and magazines, radio and television programming (distributed whether by mail, person, dealer depth or package inserts) Circular of all kind of material aid dealers, window and disadvantages – Display materials and efforts to store signs, advertising films, advertising for new and signature of the advertiser
advertising goals Each display is a specific communication to be effective, not only for a single client, but for many target buyers. This means that specific targets should be set for each campaign. Advertising is a form of promotion and advertising as promotion goals must be specific. It requires that consumers should be clearly defined objectives and that the effect of advertising is intended to have, should be made clear to the consumer. The advertising objectives were traditionally framed in terms of direct sales. Now it has to be informed as to the advertising and marketing communications objectives and to convince potential customers to the value of the product recall target considered. Advertisements should state so that the consumer he / she can be a positive response to advertising. Advertising objectives serve as guidelines for planning and implementation of all advertising program.
Benefits of Advertising
advertising is seen as multidimensional. It helps many marketing activities. It is a technique of sales promotion. Revenues will be increased by advertising. It supports and encourages the seller in the sale of products. Consumer knowledge of the product through advertising increases. It helps the consumer save time in shopping centers. It helps the producers to sell their products. It helps the quick sale is possible, which leads to more. big production, unless expressed the relationship between wholesalers and retailers will be improved by advertising advertising is the introduction of new products stimulates markets for existing products and repeat sales
advantages for manufacturers.
A simple introduction of products to allow market. It helps to create an image .. and the reputation of not only the product but also the ad price maintenance is possible, it helps to establish direct contact between producers and consumers
Easy sale of products is possible because the consumers of rhe
product quality
It increases the speed of stock turnover. It complements the sales activities. are ‘s call the loan divided by major retailers and others. It allows them to have product information.
advertising emphasizes the quality and the prices very often. This form of indirect guarantee of the consumer. Further more, the large scale production of advertising allows warrants to the seller, the product at a lower model for sale. It offers the opportunity for customers, the advantages and disadvantages of various alternatives compare. This is the only remedy may be, by consumers new and different uses of a product could face. modern commercials are very informative.
Product presentation is simple. Publicity prepares the ground for a manufacturer to start work. Hence the marketing efforts are reduced. The contact with the customer is manufactured by permanently by advertising. The seller can weigh the effectiveness of advertising if they made direct contact with the customer.
advertising
is usually an educational nature. In the words of ex-President Roosevelt in the United States, advertising the greatest number of people is a real knowledge of the useful things, it depends essentially a form of education and progress of the civilization of education. “Advertising leads the creation of large-scale production of more employment opportunities. Advertising a popular and universal use of inventions like the car mobile radios, various household appliances.” Advertising nourishes the capacity, rights of consumers. She wants to create a better understanding of life .. It stimulates individual effort and more production. ”
Sales
from diverse collection of incentive tools, especially short-term measures to stimulate more rapid and / or buy more of a particular product by the consumer or trade .. Sales promotion includes tools for the promotion of consumption (eg, samples, coupons, prizes, cash refunds, warranties, demonstrations, competitions); Trade Promotion (bonuses, for example, purchase, free goods, allowances for goods, cooperative advertising, compensation and display advertising to encourage distributor competitions). and support for the distribution (eg, awards, competitions, rallies Sales) efforts to sales to consumers and motivate the objectives to persuade and remind them that the goods are delivered and received. Vendors adopt different methods of sales promotion.
Definitions promotion
WJ Stanton defines sales promotion as all activities other than advertising, personal selling, public relations and marketing that are intended to stimulate demand for customer and marketing performance to improve providers.
The purpose of sales promotion
sales promotion tools vary in their specific objectives. A free trial to encourage consumer trial, while a commentary-free long-term management consulting relationship with a distributor. From the perspective of marketing, sales promotion serves three essential roles convince inform and remind the public and to potential and current customers other selected about a company and its products because the distribution channels are often long, a product can pass through many countries between producer and consumer must therefore a manufacturer distributors and end users or business users to information on the product. wholesaler, who in turn inform must retailers and distributors to inform consumers. As the number of potential customers is growing and developing of the geographic dimensions of a market, the problems and . cost information, market growth
Goals promotion
are the fundamental objectives of sales promotion:
i) For new
To encourage buyers buy a new product, the free samples distributed or cash and goods are offered for companies that store and sell the product.
ii win) new clients
New Customers through the issue of free samples, prizes, competitions can be and, similar devices are tightened.
iii) encourage customers more available now
encourages existing customers to buy more and more about a product, its components and uses.
iv) To to remain competitive companies
sales promotion will be taken to react to competition from a company.
v) are encouraged to increase the sales in the off season
buyer to use the product in the off-season shows them, the diversity of the use of the product.
vi) The increase in inventories Business Buyer
Traders need to keep in stock more units of a product so that more revenue can be made.
Reason for Sales Promotion
reason for the sales promotion can be analyzed by the following points.
Current Results?
Sales such as coupons and trade allowances to produce faster, more measurable results on sales. But critics argue this strategy, that these immediate benefits at the expense of brand equity. They believe that more weight can not access the promotion me the future of the brand.
• The competition
If competitors offer discounts for buyers, sweepstakes or other incentives can a company
buyer expectations?
As soon as they promote the purchase, consumers and channel members get used to them and soon they expected to be offered.
The low of quality?
many retailers use poorly trained staff or higher self-service. For these points are the promotional devices such as product displays and samples are often the only effective marketing tools available at the point . of Sale
promotion of the preparation of the plan
companies can not afford to set goals or the results assess after the event, or inconsistent with guidelines of the company. For example, an allocation of 1 € when a product with a contribution rate of 3 € per case, sales increased by 50%, but hold it to the same level of participation. For a company sales promotion expenses more efficiently, there is an essential step that must be taken. First, a target of promotion in the same manner to determine that the target for the advertising, pricing or distribution developed.
At the moment it is obvious that the role of advertising and promotion of Fast Moving Consumer Goods markets. advertising was one of the main tools of brand management considered. The high cost and difficulties of mass advertising are one of the great challenges of everyday brands fasting considered good.
Not all brands need advertising?
The basic assumption is that brands need advertising, but some brands do not seem strong. Spencer used to spend almost nothing on advertising . but it was an extremely strong brand, of course, both dealers have shops where people are going to happen, the stores themselves -.. on their way – advertising, and it is difficult to other brands, retailers without have advertising done, we can make two statements to brand communication think? Each brand must have a means to communicate with buyers.
This may be no advertising, but it needs directly, if it should be controllable. and framework will be achieved, but the message must be that you really new and interesting. All means of communication and messages must?
Coordinate a sense, they have something to say,
It’s a paradise price
The standard model of advertising and Brand suggests that a strong brand is less price sensitive to a weaker one. If it sales, increase average sensitivity to price increases as well. In other words, a successful campaign appears to be more price-sensitive buyers, registered as our customer, if any, less should expect to be sensitive.
Integration of Advertising and Promotions
The answer to the problem of contradictory communication to integrate the advertising and sales promotion. There are two reasons for the common sense of integration.
The first reason is that integration creates synergy. It is a good -. abused word, but it clearly shows work that advertising and promotion are subject to a greater effect
In addition, produce, is the integration of advertising and sales promotion consumers a consistent message. If advertising and promotion in order to achieve synergy effects and a cumulative
effect build in the minds of consumers, they must be consistent.
advertising planning and development
The plan of advertising and sales promotion is only part of the overall marketing plan and must fit inside. At the beginning of the advertising plan, we need substantive -. Which is not a very formal planning restrictive but for a process of reflection about what is trying to achieve advertising and sales promotion
The plan of the brand, we should expect to find the following.
A Situation Analysis (Where are we and why)
targets (which depends on the brand sales and share objectives and others)
positioning (how the brand in the mind of the consumer is positioned)
strategy (how the brand to compete in this market)
has advertising strategy (what role the next period in the tie The overall strategy) and Budget (How much money available to advertise Promotion will issue).
The objectives of advertisingrequire long-term brand building include. Of course, short-term tasks such as the announcement of a new change or development.
CONCLUSION
Advertising:.. A company such as production base that basic tool he uses is usually long-term goals such as raising awareness and building customer loyalty or repositioning a brand, it helps sales by creating a sustainable and long term for the product advertising generally.. indirectly to the consumer a product
Sales Now. It is usually designed to complement advertising and facilitates personal selling.It out the immediate task of increasing sales in progress. It helps the sale of a temporary amendment to the existing price / performance ratio of the product. Promotion is a direct incentive, and almost affordable to try for the consumer the product immediately.
So, all the above-mentioned studies, we can conclude that for the marketing of products, the best way to sales increase on sales promotion as advertising. This is because in the advertising of a product, there are many criteria to be filled, which are not an easy task. So it is easier to increase sales by promoting sales.
